Structured data (schema.org / JSON-LD) allows Google to understand the content of your pages and display rich snippets in search results: star ratings, product prices, expandable FAQs, breadcrumbs, event dates. These enhancements significantly increase CTR.
How it works
JSON-LD (JavaScript Object Notation for Linked Data) is Google's recommended format for implementing structured data. It integrates into a <script type="application/ld+json"> tag in the <head> or <body> of the page. The most useful schema.org types for SEO are: Article, Product (with Review and AggregateRating), FAQPage, BreadcrumbList, LocalBusiness, Event and HowTo. A valid and relevant schema can generate rich snippets that double click-through rate.
📊 Reference table
| Schema.org type | Resulting rich snippet | Estimated CTR gain |
|---|---|---|
| Product + AggregateRating | Stars + price | +15–30 % |
| FAQPage | Expandable questions | +20–30 % |
| HowTo | Numbered steps | +10–20 % |
| Article | Date + author + image | +5–10 % |
| BreadcrumbList | Breadcrumb in URL | +5–8 % |
| LocalBusiness | Address + hours | +10–20 % local |
| Event | Date + venue + price | +15–25 % |
💡 Practical examples
Example 1: FAQ schema for a service page
{"@context":"https://schema.org","@type":"FAQPage","mainEntity":[{"@type":"Question","name":"What is the delivery time?","acceptedAnswer":{"@type":"Answer","text":"Delivery in 24-48 business hours."}}]} — Each expandable FAQ in Google generates additional clicks.
Example 2: Product schema with rating
Add an AggregateRating with ratingValue (e.g. 4.7), reviewCount (e.g. 234) and the price. Google displays yellow stars below your result. Condition: reviews must be genuine and on your page.
Example 3: validate your schema with Google Rich Results Test
After implementation, test at https://search.google.com/test/rich-results. The tool detects errors and previews the rich snippet. An error in the JSON-LD prevents the rich snippet from displaying.